NIELSEN has launched a new cross-platform media-buying data product integrating its meter and SCARBOROUGH data sets for local media planning. “LOCAL NIELSEN MEDIA IMPACT” offers data on cross-media reach, frequency, and duplication for media — previously available only on a national level — on a local basis using advanced SCARBOROUGH segments. It includes Local People Meter data in the top 25 DMAs. The data can be analyzed for radio and TV separately and combined.
“’LOCAL NIELSEN MEDIA IMPACT’ offers a unique lens to the industry, enabling effective decision-making about where and when to engage audiences with content and advertising on local levels,” said NIELSEN VP/Product Leadership JAY NIELSEN. “Similar to the solution clients have widely adopted on the national level, this local solution unlocks access to new insights on media allocation and schedule optimization to better reach a cross platform-based audience.”
“On the radio side, LOCAL NIELSEN MEDIA IMPACT offers empirical data supporting radio’s ability to amplify and complement TV campaigns,“ said BEASLEY MEDIA GROUP’s BOB MCCURDY. “This is the first time radio is included in this type of multi-channel media mix that enables users to derive cross media insights with currency grade accuracy. NIELSEN SCARBOROUGH data within the NMI solution allows us to assess campaign scenarios against consumer insights.”
